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El. knyga: Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research

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  • Formatas: 368 pages
  • Išleidimo metai: 03-May-2022
  • Leidėjas: Kogan Page Ltd
  • Kalba: eng
  • ISBN-13: 9781398604131
Kitos knygos pagal šią temą:
Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market ResearchDidesnis paveikslėlis
  • Formatas: 368 pages
  • Išleidimo metai: 03-May-2022
  • Leidėjas: Kogan Page Ltd
  • Kalba: eng
  • ISBN-13: 9781398604131
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Overcome the modern-day challenges facing questionnaire design with this bestselling guide, demonstrating exactly how to construct and design effective survey material that will capture the insight you want to achieve.

You can't write a good questionnaire unless you know exactly what you are trying to achieve. But gaining this clarity is the hardest challenge of all. This comprehensive guide provides you with tools and guidance on how to tackle this real-world challenge.

Whether applying to business positioning, consumer insights, employee feedback or product analysis, the ability to gauge a market snapshot on a global scale is escalating the demand for online survey and questionnaire data, making Questionnaire Design an essential addition to every professional's shelf. This book provides practical guidelines to plan, structure and compose questionnaires across all industries and purposes, ensuring valuable data insights are captured with accuracy and efficiency.

Now fully revised, this fifth edition of Questionnaire Design addresses some of the modern-day challenges facing questionnaires in an ever changing business landscape. In this new edition, explore advances in behavioural science and more in-depth review of neuroscience approaches in questionnaires to achieve more focused surveys. Readers can expect easier navigation to key points that will make using this guide whilst in the process of writing a questionnaire easier than ever.

Recenzijos

"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." * Debrah Harding, Managing Director, The Market Research Society * "Whether you are new to questionnaire writing, or looking to fine-tune or update your skills, Ian and Kate's book is an invaluable, practical, easy to dip-into resource." * Nicole Duckworth, Head of Europe and Global Commercial Excellence, PRS IN VIVO * "While technology has moved on, the questionnaire remains the core data source that the insight industry is built on. With more and more people writing questionnaires, it is imperative that books like Questionnaire Design exist to make sure that standards persist." * Sam Curtis, CEO, Big Sofa Technologies * "A fab book, easily accessible and a treasure trove to dip into. There's an art to writing good questionnaires, and this book shows you how." * Darren Bhattachary, CEO, Basis Social * "Designing effective questionnaires is an essential skill for all researchers. Kate and Ian's guide is practical and easy to read; but most importantly, it will ensure you get trustworthy data and powerful insights." * Vishal Badiani, Regional Creative Strategy Manager, Snapchat * "Comprehensive, easy to read and exceptionally practical, I'd recommend this book to anyone wanting to learn more about how to design great questionnaires." * Helen Chesney, Head of Solution, Learning at Kantar * "Ian and Kate have produced the 'must-read' book for anyone working the research and insight industry. Read this and learn from the best." * Simon Wood, Head of Research, BMG Research * "Questionnaire writing is one of the most essential parts of the craft, a definite artform that takes time and skill to perfect. This is an absolutely essential read for any budding or established researcher looking to hone their questionnaire design skills and avoid the many pitfalls that exist." * Tom Coombes, Research Director, Boxclever *

Introduction 1(8)
What is a questionnaire?
2(1)
The role of a questionnaire
3(1)
Challenges of remote conversations
3(1)
Obtaining the best answers
4(2)
Standardized survey approaches
6(1)
Key take aways: introduction
7(2)
01 Defining achievable questionnaire objectives
9(10)
Introduction
9(1)
The questionnaire in the survey process
9(1)
The objectives of the study
10(2)
Translating business objectives into research objectives
12(1)
Can you get the information from anywhere else?
13(1)
Stakeholders in the questionnaire
14(1)
Collecting unbiased and accurate data: summary of problems
14(4)
Key take aways: defining achievable questionnaire objectives
18(1)
02 Influence of data collection mode on question design
19(19)
Introduction
19(1)
Choice of data collection mode
19(1)
Digitally scripted or non-scripted data collection?
20(4)
Self-completion surveys
24(1)
Online self-completion
25(2)
Paper self-completion questionnaires
27(1)
Interviewer-administered questionnaires
28(3)
Face-to-face interviewing
31(1)
Telephone-administered questionnaires
32(1)
Comparability of data across collection modes
33(3)
Key take aways: influence of data collection mode on question design
36(2)
03 Planning a questionnaire
38(19)
Introduction
38(1)
Key steps in an effective process
38(4)
Considerations for question order
42(1)
Questionnaire flow
43(6)
What if it is too long?
49(7)
Key take aways: planning a questionnaire
56(1)
04 An overview of question types
57(17)
Introduction
57(1)
Question types
57(15)
Key take aways: overview of question types
72(2)
05 Identifying types of data created by questions
74(12)
Introduction
74(1)
Nominal data
74(1)
Ordinal data
75(3)
Interval data
78(2)
Ratio scales
80(4)
Key take aways: identifying types of data created by questions
84(2)
06 Creating appropriate rating scales
86(23)
Introduction
86(1)
Itemized rating scales
86(12)
Numeric scales
98(5)
Comparative scaling techniques
103(5)
Key take aways: creating appropriate rating scales
108(1)
07 Asking about behaviour
109(14)
Introduction
109(1)
Asking recalled behaviour
109(4)
Recalling and recording numeric values
113(3)
Question order
116(5)
Key take aways: asking about behaviour
121(2)
08 Measuring satisfaction, image and attitudes
123(22)
Introduction
123(1)
Customer satisfaction
123(5)
Brand image
128(9)
The dimensions
137(4)
Implicit Association Test
141(3)
Key take aways: measuring satisfaction, image and attitudes
144(1)
09 Writing effective questions
145(26)
Introduction
145(1)
Use of language
146(2)
Avoiding ambiguity
148(1)
Online self-completion vs interviewer surveys
149(1)
Determining the response options
149(2)
Order bias
151(4)
Types of prompts
155(3)
Influence of preceding questions
158(7)
Standardizing questions
165(1)
Tracking studies
166(3)
Key take aways: writing effective questions
169(2)
10 Creating a questionnaire for an online survey
171(32)
Introduction
171(1)
Type of device
171(3)
User experience
174(4)
Question types
178(10)
Enhancing the experience
188(14)
Key take aways: creating a questionnaire for an online survey
202(1)
11 Engaging respondents in online surveys
203(22)
Introduction
203(1)
Length of interview
203(3)
Using questionnaire design to engage
206(8)
Learning from gamification
214(10)
Key take aways: engaging respondents in online surveys
224(1)
12 Choosing online survey software
225(14)
Introduction
225(1)
Which platforms are available to choose from?
225(2)
How to evaluate which platform is right for you
227(6)
Making the choice
233(5)
Key take aways: choosing online survey software
238(1)
13 Considerations for interviewer-administered and paper self-completion surveys
239(24)
Introduction
239(1)
Challenges with interviewer-administered surveys
239(3)
Interviewer-administered CAPI or CATI questionnaires
242(3)
Interviewer-administered paper questionnaires
245(9)
Telephone interviews
254(1)
Self-completion paper questionnaire
254(8)
Key take aways: considerations for interviewer-administered and paper self-completion surveys
262(1)
14 Piloting your questionnaire
263(13)
Introduction
263(1)
Why pilot questionnaires?
263(4)
Types of pilot surveys
267(7)
Key take aways: piloting your questionnaire
274(2)
15 Ethical issues in questionnaire design
276(14)
Introduction
276(1)
Legal requirements
277(3)
Declining goodwill and response rates
280(1)
Responsibilities to respondents
281(6)
Responsibilities to clients
287(1)
Key take aways: ethical issues in questionnaire design
288(2)
16 Understanding social desirability bias
290(15)
Introduction
290(1)
Social desirability bias
290(3)
Dealing with SDB
293(7)
Determining whether SDB has influenced responses
300(3)
Key take aways: understanding social desirability bias
303(2)
17 Designing questionnaires for multi-country surveys
305(15)
Introduction
305(1)
Differences between countries
305(4)
Comparability
309(2)
Translating the questionnaire
311(3)
Demographic data
314(1)
Cultural response differences
314(2)
Laying out the questionnaire
316(3)
Key take aways: designing questionnaires for multi-country surveys
319(1)
Index 320
Ian Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School.

Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.
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